In recent years, the study of online consumption behavior has gradually formed its research system and analysis model based on the inheritance of traditional research paradigms, focusing on the inner mechanism of consumption models explained by consumption activities. Online consumption is based on the research scenario of social e-commerce and forms a broad research network through the extension of consumer objects, consumer psychology, and consumer concepts. Although the theoretical constructs of online consumer behavior continue to improve, the relevant studies still do not fully grasp the research frontiers due to the lagging research nature. In the context of Web 2.0, it is impossible to run through the latest developments in online consumption research. Moreover, the study of online consumer behavior has shown a trend of diversification and multiple schools of thought, and a research jungle has emerged, which in essence is the perfection and new height of the study of consumerism. This paper analyses the origins, frontiers, and prospects of online consumer behavior research to clarify the formation principles, development paths, and future directions of the online consumer behavior research jungle. Ultimately based on the economic changes in the post-pandemic context, this paper integrates and proposes an evolving mechanism for studying online consumption behavior, intending to achieve a peek into and reveal the jungle of online consumption research.

中文翻译：

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Web 2.0 背景下在线消费者行为研究丛林：后大流行时代的可追溯性、前沿和视角

近年来，网络消费行为研究在继承传统研究范式的基础上，逐步形成了其研究体系和分析模型，聚焦于消费活动所解释的消费模式的内在机制。在线消费是基于社交电子商务的研究场景，通过对消费对象、消费心理、消费观念的延伸，形成广阔的研究网络。尽管网络消费者行为的理论建构不断完善，但由于研究的滞后性，相关研究仍未完全掌握研究前沿。在 Web 2.0 的背景下，不可能贯穿在线消费研究的最新进展。而且，网络消费者行为研究呈现出多元化、多流派的趋势，出现了研究丛林，这实质上是消费主义研究的完善和新高度。本文通过分析网络消费者行为研究的起源、前沿和前景，阐明网络消费者行为研究丛林的形成原理、发展路径和未来方向。最终基于后大流行背景下的经济变化，本文整合并提出了研究在线消费行为的演化机制，旨在窥探和揭示在线消费研究的丛林。本文通过分析网络消费者行为研究的起源、前沿和前景，阐明网络消费者行为研究丛林的形成原理、发展路径和未来方向。最终基于后大流行背景下的经济变化，本文整合并提出了研究在线消费行为的演化机制，旨在窥探和揭示在线消费研究的丛林。本文通过分析网络消费者行为研究的起源、前沿和前景，阐明网络消费者行为研究丛林的形成原理、发展路径和未来方向。最终基于后大流行背景下的经济变化，本文整合并提出了研究在线消费行为的演化机制，旨在窥探和揭示在线消费研究的丛林。